Microsoft visual identity guidelines

Microsoft visual identity guidelines
Microsoft
visual identity
guidelines
August 2012




                  Microsoft confidential.
Microsoft visual identity guidelines
Microsoft visual identity guidelines   Welcome




                                       The Microsoft visual identity system capitalizes on
                                       our next wave of product offerings. It helps us be
                                       simple, clear, and direct. It elevates the content that
                                       matters most. It creates delightful connections.

                                       The Microsoft logo celebrates our heritage and
                                       our future. It highlights the role we play in many
                                       consumers’ lives today, and the increasing
                                       breadth of unexpected and innovative products
                                       we are delivering.

                                       The identity elements—logo, typography, color,
                                       grids, tiles, imagery, and icons—make it easier
                                       to create memorable internal and external
                                       communications.
Microsoft visual identity guidelines
Microsoft visual identity guidelines                   Contents




Our visual elements                                    1            The role of the Microsoft brand
express our brand
                                                       2            Identity system elements
                                                       7            Logo
These guidelines are your introduction to how
we can use the visual identity as a thread that ties
Microsoft-branded offerings and groups together.


                                                       17           Logotype
They are a call to action to align our creative
work and bring a new focus on our connected
visual identity system.

Our shared elements unite the things we offer,
and when they’re used together—again and               23           Typography
                                                       32           Color
again—they become the foundation for the
stories that we want our brand, our products, and
our services, to tell.

For questions regarding the new visual identity
system, please see Brand Tools or contact the          39           Grids
                                                       41           Tiles
Microsoft brand team at corbrand@microsoft.com.




                                                       54           Photography
                                                       57           Illustration
                                                       59           Icons
                                                       61           Putting it all together
                                                       70           Showcase
                                                       Microsoft confidential. For internal use only. Materials herein are not for use by third parties including but not limited to OEMS, DSPs, ISVs,
                                                       IHVs, or resellers. Authorized vendors may use materials only pursuant to an express work request and/or agreement from Microsoft.
Microsoft visual identity guidelines
Microsoft visual identity guidelines                 The role of the Microsoft brand                                                                         1




What brand should                                    Shared elements across the entire Microsoft portfolio


I use, and how does


                                                                                                                     Aa
this guide fit in?
At Microsoft, we have a portfolio of world-class
product brands. Through our shared design
elements and principles, these brands
communicate a united vision to our audiences.

When we create communications which are not           Logo                                   Color                   Type                 Imagery
associated with any one product brand (e.g.,
Windows or Office), or which are associated
with more than one product brand, Microsoft
becomes the lead brand.

These guidelines cover both the shared design
elements that are used by all Microsoft brands
and product brands, as well as the elements
used only for Microsoft led communications.
                                                     Microsoft            Bing                  Office       Skype          Windows   Visual Studio   XBOX




                                                   Microsoft and product brands
Microsoft visual identity guidelines
Microsoft visual identity guidelines                                      Identity system elements                                              2




Logo




Tile                                   Layout grids                                           Content tiles                      Color




                                       Punchy headline                                         Body text goes here. Body text
                                                                                               goes here. Body text goes here.
                                                                                               Body text goes here. Body text

                                       goes here
                                                                                               goes here. Body text.




                                        Body text goes here. Body text
                                        goes here. Body text goes here.
                                        Body text goes here. Body text
                                        goes here. Body text.




Type                                   Photography                                                                               Illustration

Segoe Light
Segoe Regular
Segoe Bold
Microsoft visual identity guidelines
Microsoft visual identity guidelines               3




Perfect time for a
new logo.
As Microsoft prepares to release an
unprecedented wave of new products and
connected experiences across PCs, phones,
tablets, and TVs, we felt our logo should evolve
as well, visually accentuating this new era.


 The new Microsoft logo is familiar and
welcoming, drawing upon the heritage of our
brand values, typeface, and colors. The symbol
is built for the digital world, supporting the
diversity of our businesses, representing and
endorsing our products and services.
Microsoft visual identity guidelines
Microsoft visual identity guidelines                  4




All Microsoft
branded marketing
communications
must use the full
color logo
The Microsoft logo must be used on 100%
of internal and external communications.
The logo is intended for use by corporate
organizations and facilities; certifications and
subscriptions; programs and events; competitions;
corporate solutions (multiproduct); hardware;
and Microsoft technologies, services, and products.
Microsoft visual identity guidelines
Microsoft visual identity guidelines                 Logo                              5




The logo =                                                  Symbol          Logotype


symbol + logotype
The logo has two components – the symbol with
multiple squares of color intended to symbolize
the company’s diverse portfolio of products, and
the logotype that uses the Segoe typeface used
in our products and marketing communications.

The symbol must be used as part of the logo in all
communications. The symbol alone is only used
as a favorites icon by MSCOM, Microsoft Store,
and for corporate sites: Facebook, Twitter, and
YouTube. No other use is allowed. If you have
questions, contact corbrand@microsoft.com.


                                                                     Logo
Microsoft visual identity guidelines
Microsoft visual identity guidelines           Logo                6




Let the logo                                   Clear space


breathe
Clear space
We respect the logo by giving it some space.
The minimum clear space that must surround
the logo is equivalent to the height of its
capital M.

Minimum size
In print, the logo should never appear
smaller than 1" (25 mm). On-screen, it must
appear at least 70 pixels wide.

Registration marks
In marketing, registration marks on the logo
are no longer necessary, except in consumer
packaging applications.




                                               Minimum size




                                               On-screen: 70 px
                                               Print: 1" (25 mm)
Microsoft visual identity guidelines
Microsoft visual identity guidelines             Logo                  7




Color variations                                 Full-color positive



Use the full-color logo. Use the positive
version (logotype in gray) on light or white
backgrounds. The full-color reverse logo may
be used on dark color backgrounds, as well as
dark areas within photographs.

1-color white, black, gray-scale or vertical
version of the logos are available for limited
use. Please contact corbrand@microsoft.com
for guidance on use of this artwork.




                                                 Full-color reverse
Microsoft visual identity guidelines          Logo                                                 8




Acceptable
backgrounds for
the full-color logo
                                              White




The full-color logo may be shown on any of
the colors shown here or on simple areas of
photographs. See page 33 for color values.


                                              Cyan 300      Blue 660       Blue 286   Blue 288




                                              Purple 526    Purple 269     Red 1807   Orange 144




                                              Green 348     Teal 3295




                                              Cool Gray 7   Cool Gray 11   Black
Microsoft visual identity guidelines                                  Logo                                9




Use the display                                                       Standard logo


version of the                                                                        with ink traps

logo for very large
applications
The standard version of the logo is optimized
for use at small sizes, making it the best choice
for most marketing applications. Subtle
adjustments have been made to the standard
logo to help it reproduce cleanly and clearly at
small sizes. However, these adjustments—
called ink traps—are distracting and
unnecessary when the logo is enlarged.

If the logo will be displayed at a size where the
M in the logotype is more than 1 inch (25 mm)
tall, use the display logo artwork. Contact                           Display logo
corbrand@microsoft.com to request display
logo files.
                                                                                      without ink traps
                                                    min: 1" (25 mm)
Microsoft visual identity guidelines         Logo (don’ts)                                                                                10




Do not change the size relationship of the   Don’t place the logo on backgrounds that           Don’t add effects like shadows,
symbol to the logotype.                      provide insufficient contrast.                     dimensions, and gradients to the logo.




           Partner Program


Don’t create logo “lockups” by adding text   Don’t stretch the logo.                            Don’t compress the logo.
in close proximity to the logo.




                                                                                                          Technet
Don’t place the logo over busy               Don’t alter the color specifications within   Do not attach text of any kind to the symbol
photographic backgrounds.                    the symbol or the logotype.
Microsoft visual identity guidelines                  Logo (don’ts)                                                                           11




                                                                                                                         Don’t create
                                                                                                                         content tiles at
                                                                                                                         the same size as
                                                                                                                         the symbol
                                                                  First Lastname
                                                                  Marketing Manager
                                                                  f.lastname@microsoft.com



Don’t create multi-color logos for                    Don’t use the symbol by itself in email   Don’t create content tiles at the same size
any sub-brand, business group or                      signatures. Refer to page 83 for the      as the symbol
division. Only the master brand may use               approved email signatures.
multiple colors.




             Don’t         Don’t create patterns
                           of tiles to simulate the
                           elements of the logo
             create tile   symbol. Don’t create
                           patterns of tiles to

             patterns.     simulate the elements
                           of the logo symbol.




Don’t create patterns of tiles to simulate
the elements of the logo symbol.
Microsoft visual identity guidelines           Logotype                                                               12




Sometimes                                      Microsoft branded communications   Microsoft endorsed communications


Microsoft leads,
sometimes it
endorses
In cases where the full color Microsoft logo
cannot be used or where Microsoft is
endorsing a featured product brand (such
as Office, Windows, or Xbox), use the
logotype only.

The Microsoft logo or logotype must appear
on 100% of all communications.

For use in broadcast advertising or
animation please contact corbrand@
microsoft.com
Microsoft visual identity guidelines            Logotype   13




All Microsoft
endorsed
communications
must use the
logotype.
When Microsoft is the endorser, we use the
logotype only. This lets people know the
message is from Microsoft, while allowing the
lead brand to occupy the spotlight.

The Microsoft logotype must be used
as the endorser on all print and digital
communications including online, print,
and TV advertising; promotional materials
and event signage; videos and animations;
packaging and collateral, etc.
Microsoft visual identity guidelines            Logotype              14




Let the logotype                                Clear space


breathe
Clear space
We respect the logotype by giving it some
space. The minimum clear space that must
surround the logotype is equivalent to the
height of its capital M.

Minimum size
In print, the logo should never appear
smaller than 0.7” (18 mm). On-screen, it must
appear at least 44 pixels wide.




                                                Minimum size




                                                On-screen: 44 px
                                                Print: 0.7" (18 mm)
Microsoft visual identity guidelines              Logotype   15




The logotype is
colorful
The Microsoft logotype is available in the core
brand colors and dark tints, as well as Cool
Gray 9, black and white. The selected
logotype color should be present elsewhere in
the composition, such as in the lead brand
logo, an illustration, or a headline.

Use a color logotype on white backgrounds
and a white logotype on color backgrounds.
To maintain sufficient contrast when the
logotype is used on a photo background, use
a color logotype on light images and a white
logotype on dark images.
Microsoft visual identity guidelines                                      Logotype                                16




Use the display
                                                                          Standard logotype



version of the
logotype for very                                                                             with ink traps


large applications
The standard version of the logotype is
optimized for use at small sizes, making it the
best choice for most marketing applications.
Subtle adjustments have been made to the
standard logotype to help it reproduce cleanly
and clearly at small sizes. However, these
adjustments—called ink traps—are distracting
and unnecessary when the logotype is enlarged.

If the logotype will be printed at sizes
larger than 1 inch tall, use the display logotype
artwork. Contact corbrand@microsoft.com to                                Display logotype
request logo files.



                                                                                              without ink traps
                                                    minimum: 1” (25 mm)
Microsoft visual identity guidelines            Logotype for Microsoft-endorsed communications                                                      17




The logotype                                                                                            X=cap height

complements the                                                                                                                       ½ X maximum



brands it endorses
This is important because both the product
brand and Microsoft benefit by being used
together. Therefore it is paramount that all
product branded communications use the
Microsoft logotype as an endorsement.

Shown here is the ideal color and scale
relationship to use when placing the logotype
                                                                                         X=cap height
in a layout together with another brand.                                                                                              ½ X maximum

Consult the guidelines for the brand you are
working with for additional details on scale
and color.




                                                                                                                       X=cap height
                                                                                                                                      ½ X maximum
Microsoft visual identity guidelines              Logotype for Microsoft-endorsed communications                       18




Place the logotype
                                                                                                   Make it great
so it aligns with                                                                                  with Office 2012.
other elements in
the layout
The logotype should be placed in an area at
the periphery of the layout, away from the
focal point of the layout. Placing the logotype
in one corner of the layout is a good way to
signal that it is an endorsement, rather than
the lead brand. Regardless of where it’s                  Stay even closer to the things
placed, use care in positioning the logotype              you care about the most.
so it aligns with the layout grid or with other
graphic elements in the design.

See the guidelines for the brand you’re
working with for details on logo placement
and alignment.
Microsoft visual identity guidelines             Logotype for Microsoft-endorsed communications                            19




Logotype                                         300 x 250

                                                                                                  7 pixels or 1 M height

placement                                                                                         minimum



in digital
communications
The Microsoft logotype must appear in
one of two positions for a minimum of
one second in all digital communications
(e.g. ads, banners, etc.):

1. Call-to-action end-panel (shared)
2. Alone on the end-panel

The Microsoft logotype should be placed in
one of the 4 corners of the ad, equal distance
from two edges in space constrained
communications. Accompanying subbrand
logos should be placed no closer than two (2)
“M” spaces next to the logotype.




                                                                                                  Clear space =
                                                                                                  2 M height minimum
Microsoft visual identity guidelines          Logotype for Microsoft-endorsed communications                                                                       20




Small space
banners
The Microsoft logotype must appear in all
banner advertising, with a few exceptions.                                                     Upgrade now.                       Upgrade now.
The Microsoft logotype may be dropped
when the ad sizes are smaller than 120 x 90                                                                                    120 x 60 ad does not allow proper
and using the Microsoft logotype would                                                                                         clear space.
prohibit appropriate subbrand sponsorship
and messaging.
                                              Logo placement for 120 x 90 ad             120 x 90 ad with proper clear space
In the rare instance when the Microsoft
logotype is not used, it must appear on the
“call-to-action” (CTA) landing page.
Microsoft visual identity guidelines                               Logotype (don’ts)                                                                           21




Dont’ stretch or extend the logotype                               Don’t compress the logotype                Don’t use light colored logotype artwork
                                                                                                              on white or light backgrounds.




Don’t group the logotype with other                                Don’t use legacy logotype artwork on new   Don’t place the logotype over busy
text, product names, or product logos                              materials                                  backgrounds




Make every minute count by getting
more done every day—whether you’re
in the office, at home, or on the go.
With technology that helps you simplify
tasks, connect with others, and make
smarter decisions, you can get more
done in less time.
                                          Your business is
                                          our business.
                                          microsoft.com/business
                                                                                                                  Microsoft
Don’t place the logotype within a                                  Don’t apply gradients, dropshadows or      dont create the logotype by typing “Microsoft”
cornerstone tile                                                   other effects to the logotype              in Segoe font. Use the provided artwork.
Microsoft visual identity guidelines                                       22




Type is beautiful,
and it matters
                                               Use Segoe
Type is more than a design element. It
articulates our message, expressing both
what we say and how we say it. Modern,
                                               Keep it simple
                                               Limit type sizes to three
easy to read, and humanist, the Segoe type
family is closely aligned with the Microsoft
brand personality. We use it within products
and in communications across brands.



                                               Keep it flush left
Segoe is straightforward, allowing our
messages—from the enthusiastic to the
practical—to be easily understood.




                                               Use sentence case
Microsoft visual identity guidelines           Typography                                                                                               23




Segoe is our                                   Segoe Pro
                                               Use for all print applications.
                                                                                 Segoe UI
                                                                                 Use for on-screen applications like PowerPoint, email, and websites.

type family
                                               Segoe Pro Light                   Segoe UI Light
We use Segoe, a completely custom type
family created for Microsoft that has          ABCDEFGHIJKLMNOPQRS               ABCDEFGHIJKLMNOPQRS
become a longstanding core element of our
visual identity.                               abcdefghijklmnopqrstuvwxyz        abcdefghijklmnopqrstuvwxyz
Segoe Pro is the brand font used for print     1234567890@#$%&*                  1234567890@#$%&*
and graphic executions. Segoe UI is the
Windows OS font, and the font that is used
for on-screen and digital executions.          Segoe Pro Regular                 Segoe UI Regular

To download the Segoe Pro font family, visit   ABCDEFGHIJKLMNOPQRS               ABCDEFGHIJKLMNOPQRS
Media Bank: https://mediabank.partners.
extranet.microsoft.com                         abcdefghijklmnopqrstuvwxyz        abcdefghijklmnopqrstuvwxyz
                                               1234567890@#$%&*                  1234567890@#$%&*
                                               Segoe Pro Semibold                Segoe UI Semibold

                                               ABCDEFGHIJKLMNOPQRS               ABCDEFGHIJKLMNOPQRS
                                               abcdefghijklmnopqrstuvwxyz        abcdefghijklmnopqrstuvwxyz
                                               1234567890@#$%&*                  1234567890@#$%&*
                                               Segoe Pro Bold                    Segoe UI Bold

                                               ABCDEFGHIJKLMNOPQRS               ABCDEFGHIJKLMNOPQRS
                                               abcdefghijklmnopqrstuvwxyz        abcdefghijklmnopqrstuvwxyz
                                               1234567890@#$%&*                  1234567890@#$%&*
Microsoft visual identity guidelines                    Typography                                             24




Size and weight
                                                                                   Leading          Tracking
• Limit type to no more than three sizes.
• Use Light for large headlines.
• Use Regular or Semibold for increased
  legibility at small sizes or over backgrounds.        Body text (
Microsoft visual identity guidelines       Typography                                                                         25




Our international                          Language                     Print                      On Screen

fonts align with                           Latin, Greek, Cyrillic       Segoe Pro                  Segoe UI (Win 8 version)
our visual
                                           Hebrew, Armenian, Georgian   Segoe UI (Win 8 version)   Segoe UI (Win 8 version)
identity system                                                         Segoe UI (Win 8 version)
                                           Arabic                                                  Segoe UI (Win 8 version)
We recommend specific fonts for use
around the world. If subsidiaries have
                                                                        Majalla “Traditional”
identified alternate third party fonts
they feel align better with Segoe please   Indian languages             Nirmala UI                 Nirmala UI
contact corbrand@microsoft.com.
                                           Thai                         Leelawadee                 Leelawadee

                                           Indiginios American          Gadugi                     Gadugi

                                           China (simplified)           YaHei                      YaHei UI

                                           China (traditional)          JhengHei                   JhengHei UI

                                           Korea                        Malgun Gothic              Malgun Gothic

                                           Japan                        Meiryo                     Meiryo UI

                                           Lao                          Lao UI                     Lao UI

                                           Khmer                        DaunPenh                   Khmer UI

                                           African languages            Ebrima                     Ebrima
Microsoft visual identity guidelines      Typography                                                                                             26




Non-English
language layouts                           Voice
When designing for non-English
communications, it may be necessary to     Ga. Et volorio. Maiorit aut ad que eostrumque
                                           nos eos voluptat volupuri? Da volorrovid quam
                                           aut re dol upta tur, ipici duciae parciates mollupt



mirror the layout guidance, with right-
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alignment replacing left-alignment.
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                                                                                                        Speak
                                                                                                        your mind.
                                                        Subhead                                  Copy   Headline     Headline   Copy   Subhead




                                                        Subhead                                  Copy   Headline
Microsoft visual identity guidelines           Typography                                                                                                                                                                                                                                                                                             27




Keep type aligned                               3CMG                  Brand Strategy Team                                                              Welcome Marcel Redmond


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Clear, organized messages are easier for our    Global Development
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audiences to read and respond to. Align all     Labs and Building
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type, regardless of messaging category or       Space Planning
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the same grid.                                  Client Satisfaction
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                                                                                                                        epratur arum et aut harib
                                                                                                                        usciti ommodi dolo




                                               Internal SharePoints (exhibits for layout only)
Microsoft visual identity guidelines             Typography                                                                                                         28




Type size and
relationships
                                                              Headline set in
                                                              Segoe Light,
                                                                                                                    Headline
While there are many possibilities in the size
and style of type, here are some proven
relationships for using Segoe in composition.
                                                              two units tall.                                       twice logo
                                                                                                                    height.
                                                              Body copy is one grid unit tall or less,
                                                              set in Segoe Regular. Body copy is one
                                                              grid unit tall or less. Body copy is one
                                                              grid unit tall or less.
                                                                                                                    Body copy is one grid unit tall or less,
                                                                                                                    set in Segoe Regular. Body copy is one
                                                                                                                    grid unit tall or less.




                                                              Headline is same
                                                              height as logo,                                  HR   Subhead is one grid unit tall
                                                                                                                    and set in Segoe Semibold.

                                                              set in Segoe Light.                                   Body copy is not more than 75% as tall as the
                                                                                                                    subhead. Body copy is not more than 75% as
                                                                                                                    tall as the subhead. Body copy is not more
                                                                                                                    than 75% as tall as the subhead. Body copy is
                                                              Body copy is 75% of the subhead height, or            not more than 75% as tall as the subhead.
                                                              less, and set in Segoe Regular. Body copy is
                                                              75% of the subhead height, or less, and set in
                                                                                                                    Body copy is not more than 75% as tall as the
                                                              Segoe Regular.
                                                                                                                    subhead. Body copy is not more than.
Microsoft visual identity guidelines      Typography (don’ts)                                                                            29




This is Segoe Regular                     Don’t leave widows in                         This headline is hy-
with a shadow.                            text.                                         phenated.
Don’t add drop shadows to type.           Avoid widows (words by themselves on a        Avoid hyphenation in general, and
                                          line) shorter than 7 characters.              especially in headlines.




This text is kerned at                           This text is right                     This type is
negative 100.                                            aligned.                       stretched.
Don’t kern text too tightly or loosely.   Avoid right-aligned type.                     Don’t stretch type horizontally or vertically.




The line spacing on                       Too Many
                                                                                        This two-column                    orphan.
                                          TYPE styles                                   layout leaves an
this text is 200%.
                                          in one layout


Avoid loose line spacing measures.        Don’t use more than 1 or 2 type styles in     Don’t leave orphans in your text. (An
                                          close proximity, and try to follow the rule   orphan is a lone word at the top of a page
                                          of 3 type sizes per page layout.              or column—the last word in a sentence
                                                                                        carried over from the prior text block.)
Microsoft visual identity guidelines              Typography (don’ts)                                                                                                                      30




 IT       Headline
          here.
          Incorrect second
          headline here.




                                                    Entil aut eos cor aut porro id exerup
                                                    fugia dicatur? Kuiae pliscid quod quia
                                                    doluptatur modiscidem volup taque
                                                    aboresequis nihicim comnis cus qua
                                                    mil ex et es aut et




                                                                                                                                       Open your
                                                   Headline
                                                                                                                                       world.
                                                                                             Sentis aut eos cor aut porro id exerid
                                                                                             fugia dicatur? Quiae pliscid quod quis
                                                                                             soluptatur modiscidem voluptaque por

                                                   here.                                     aboresequis nihicim comnis cus duam
                                                                                             mil ex et es aut et




                                                                                                                                       HR

Internal communication                            External communication                                                              Internal communication


Don’t use more than one headline per layout.      Don’t place body copy in more than one tile.                                        Don’t set type too large within a tile. Generally,
Always maintain a clear hierarchy when there is   Body copy within a single tile may be arragned                                      headline text no larger than 75% of the tile width
more than one level of information.               into multiple columns.                                                              will provide the best results.
Microsoft visual identity guidelines                                                         31




We are colorful
Life happens in color. Color captures passions,
inspires emotions, and connects people.
Bright and energetic, pure and beautiful,
the Microsoft colors add vibrancy to                             Yellow
communications and are among the most
recognizable and unifying elements in our
visual identity.                                          Lime            Orange

Choose one of the 10 core colors (the labeled
ring in the color wheel shown here) as the
primary color in your layout. The lighter
and darker tints may be used as highlights
and accents.
                                                  Green                             Red




                                                  Teal                             Magenta




                                                          Cyan            Purple


                                                                 Blue
Microsoft visual identity guidelines            Color                                                                                  32




Use the 10 core
colors in the right
places
Use RGB and HEX formulas for on-screen and
digital use. CMYK builds and PMS colors are     Process Yellow   Orange 144       Red 185           Process Magenta   Purple 526
for print applications.                         C0 M0 Y100 K0    C0 M50 Y100 K0   C0 M100 Y100 K0   C0 M100 Y0 K0     C75 M100 Y0 K0
                                                R255 G241 B0     R255 G140 B0     R232 G17 B35      R236 G0 B140      R104 G33 B122
                                                HEX #FFF100      HEX #FF8C00      HEX #E81123       HEX #EC008C       HEX #68217A
Please note that each color has been
optimized for on-screen (RGB) or print (solid
or 4CP) reproduction. The specific RGB
color formula, PMS color, and CMYK color
formula are provided here and must be
specified individually for each color. Do not
use the automated color conversion tools
in your software.



                                                Blue 286         Process Cyan     Teal 3275         Green 355         Lime 382
                                                C100 M75 Y0 K0   C100 M0 Y0 K0    C100 M0 Y50 K0    C100 M0 Y100 K0   C25 M0 Y100 K0
                                                R0 G24 B143      R0 G188 B242     R0 G178 B148      R0 G158 B73       R186 G216 B10
                                                HEX #00188F      HEX #00BCF2      HEX #00B294       HEX #009E49       HEX #BAD80A
Microsoft visual identity guidelines             Color                                                                                      33




Our 10 core colors
have lighter and                                 Yellow 100
                                                 C0 M0 Y50 K0
                                                                   Orange 124
                                                                   C0 M25 Y100 K0
                                                                                    Red 1665
                                                                                    C0 M85 Y100 K0
                                                                                                       Magenta 218
                                                                                                       C0 M75 Y0 K0
                                                                                                                          Purple 258
                                                                                                                          C60 M85 Y0 K0


darker tints
                                                 R255 G252 B158    R255 G185 B0     R221 G89 B0        R244 G114 B208     R155 G79 B150
                                                 HEX #FFFC9E       HEX #FFB900      HEX #DD5900        HEX #F472D0        HEX #9B4F96



Layouts should utilize the 10 core colors most
frequently. Our secondary palettes of lighter
and darker tints provide a wide range of         Yellow 116        Orange 166       Red 1807           Magenta 241        Purple 269
                                                 C0 M13 Y100 K0    C0 M75 Y100 K0   C0 M100 Y100 K25   C25 M100 Y0 K0     C75 M100 Y0 K25
supporting colors.
                                                 R252 G209 B22     R235 G60 B0      R186 G20 B26       R180 G0 B158       R68 G35 B89
                                                 HEX #FCD116       HEX #EB3C00      HEX #BA141A        HEX #B4009E        HEX #442359
White, gray, and black are additional
supporting colors, used for copy. White may
also be used as a background color.

These colors have been optimized for
on-screen (RGB or HEX) or print (PMS or
CMYK) use. Use the color specifications
provided here. Do not use the automated          Blue 660          Cyan 2985        Teal 325           Green 7480         Lime 586
color                                            C80 M60 Y0 K0     C60 M0 Y0 K0     C65 M0 Y30 K0      C70 M0 Y85 K0      C15 M0 Y60 K0
conversion tools in your software.               R70 G104 B197     R109 G194 B233   R0 G216 B204       R85 G212 B85       R226 G229 B132
                                                 HEX #4668C5       HEX #6DC2E9      HEX #00D8CC        HEX #55D455        HEX #E2E584




                                                 Blue 288          Cyan 300         Teal 3295          Green 348          Lime 376
                                                 C100 M75 Y0 K25   C100 M50 Y0 K0   C100 M0 Y50 K25    C100 M0 Y100 K25   C50 M0 Y100 K0
                                                 R0 G32 B80        R0 G114 B198     R0 G130 B114       R0 G114 B51        R127 G186 B0
                                                 HEX #002050       HEX #0072C6      HEX #008272        HEX #007233        HEX #7FBA00




                                                 Black             Cool Gray 11     Cool Gray 7        Cool Gray 3        White
                                                 C0 M0 Y0 K0       C0 M0 Y0 K80     C0 M0 Y0 K50       C0 M0 Y0 K20       C0 M0 Y0 K0
                                                 R0 G0 B0          R80 G80 B80      R150 G150 B150     R210 G210 B210     R255 G255 B255
                                                 HEX #000000       HEX #505050      HEX #969696        HEX #D2D2D2        HEX #FFFFFF
Microsoft visual identity guidelines           Color                                                                                  34




Our colors are                                  Yellow 100
                                                R255 G252 B158
                                                                 Orange 124
                                                                 R255 G185 B0
                                                                                  Red 1665
                                                                                  R221 G89 B0
                                                                                                   Magenta 218
                                                                                                   R244 G114 B208
                                                                                                                     Purple 258
                                                                                                                     R155 G79 B150

accessible                                      Process Yellow
                                                R255 G241 B0
                                                                 Orange 144
                                                                 R255 G140 B0
                                                                                  Red 185
                                                                                  R232 G17 B35
                                                                                                   Process Magenta
                                                                                                   R236 G0 B140
                                                                                                                     Purple 526
                                                                                                                     R104 G33 B122

The appropriate use of color helps make
sure all of our customers can access and
understand Microsoft communications,
regardless of their abilities.

Avoid relying on color alone to convey
information. Always provide text or other       Yellow 116       Orange 166       Red 1807         Magenta 241       Purple 269
graphical cues to guide customers to our        R252 G209 B22    R235 G60 B0      R186 G20 B26     R180 G0 B158      R68 G35 B89
message.

Note: Type reversed to white, or black
type over a colored background, should
exceed the minimum 4.5:1 contrast ratio for     Blue 660         Cyan 2985        Teal 325         Green 7480        Lime 586
accessibility. Examples at right demonstrate    R70 G104 B197    R109 G194 B233   R0 G216 B204     R85 G212 B85      R226 G229 B132
correct color use for on-screen (RGB)
                                                Blue 286         Process Cyan     Teal 3275        Green 355         Lime 382
applications.                                   R0 G24 B143      R0 G188 B242     R0 G178 B148     R0 G158 B73       R186 G216 B10




                                                Blue 288         Cyan 300         Teal 3295        Green 348         Lime 376
                                                R0 G32 B80       R0 G114 B198     R0 G130 B114     R0 G114 B51       R127 G186 B0




                                                Black            Cool Gray 11     Cool Gray 7      Cool Gray 3       White
                                                R0 G0 B0         R80 G80 B80      R150 G150 B150   R210 G210 B210    R255 G255 B255
Microsoft visual identity guidelines            Color               35




Powerful color                                  Group 1   Group 2



combinations
                                                Light     Light
                                                tints     tints

These sample analogous color groups
demonstrate the use of color pairings derived
from relationships in the Microsoft color       Core      Core
wheel. Pick a minimum of one and a maximum
of four colors from your chosen group per
application (not including white, gray, and
black). Its recommended that you choose no
more than one light tint per application to     Dark      Dark
maintain vibrancy.                              tints     tints




                                                Group 3   Group 4

                                                Light     Light
                                                tints     Tints




                                                Core      Core




                                                Dark      Dark
                                                tints     tints
Microsoft visual identity guidelines                                 Color                                                                                                                                                     36




Colored type can be used against a                   You can as few as one or two colors from                                          Multiple colors from the dark or     Black or gray type can be used on white or
white background as long as the color                the group.                                                                        mid-range zones can be used in one   light colored backgrounds.
is represented somewhere else in the                                                                                                   composition.
composition.


 Ga. Et volorio. Maiorit aut ad que eostrum tism
 nos eos voluptat volupuri? Da volorrovid quam aut
 loremre dol upta tur, ipici duciae parciat lorem
                                                                             We’re opening worlds.                                                                           We have new tools.
                                                                             Today and tomorrow.
 mollupt atem sdfd eperorat faccus quiberuptam
 volurptat ut am erecus.
                                                                                                                                                                             You’ll have more time.


 We’re on
                                                                                     Ga. Et volorio. Maiorit aut ad que eostrum dis
                                                                                     nos eos voluptat volupuri? Da volorrovid
                                                                                     quam aut loremre dol upta tur, ipici duciae
                                                                                     parciat lorem mollupt atem sdfd eperorat faccus
                                                                                     quiberuptam volurptat ut am erecus.



 more than a
                                                                                                                                                                             Ga. Et volorio. Maiorit aut ad que eostrum dis
                                                                                                                                                                             nos eos voluptat volupuri? Da volorrovid
                                                                                                                                                                             quam aut loremre dol upta tur, ipici duciae
                                                                                                                                                                             parciat lorem mollupt atem sdfd eperorat faccus
                                                                                                                                                                             quiberuptam volurptat ut am erecus.




 mission.



                                                                                                                                        Local Language
                                                                                                                                        Programs




                                                                                                                                        Open your
                                                                                                                                        world.

                                                                                                                                        LCA


External communication                               External communication                                                            Internal communication               External communication
Microsoft visual identity guidelines         Color (don’ts)                                                                                    37




  This text is hard                                                                                 There are too many
                                                                                                    colors in this design.
  to read.
Avoid low-contrast color combinations.       Don’t repeat colors in ways that create a       Avoid using more than three colors in a
                                             “checkerboard” effect.                          tile layout.




Too many
colors in one                                  This is a 20% tint of
                                               Red 185.
text area
Don’t use more than two colors in a single   Don’t tint the brand colors. Choose a color     Don’t place the logo over any color or
text grouping.                               from the secondary palette—or white, black,     background that provides insufficient contrast.
                                             or gray—if the core colors aren’t sufficient.
Microsoft visual identity guidelines                                                  38




Grids: invisible                               The underlying grid brings structure
but critical
Even when you can’t see it, the grid is the
                                               to simplicity. It creates the spaces
                                               where we tell our stories.
most important organizational tool in the
visual identity. It’s what every layout is
built on. It helps deliver our messages in a
clean, simple, and direct way. It makes our
communications feel like they come from
Microsoft. Starting with a well-defined grid
will give your design a solid foundation.
Microsoft visual identity guidelines                Grids                                                         39




Grids provide
organization, with
or without tiles
The underlying structure of all Microsoft design,
grids help balance your layout, creating the
spacing and information organization that will
guide customers to the most important visual
elements and messages.

Blue lines = grid columns and rows

Magenta lines = margins within the grid




                                                                                             Microsoft headline
                                                      Rum quati se eveles voluptas dust,
                                                      optae eleseditem aces eum repudae
                                                      voloren duciam cus, nis evente
                                                      consequi officta inctibus deliq uam.



                                                                                             goes here.
Microsoft visual identity guidelines                                                 40




Tiles: a defining                          Tiles provide a colorful starting point
design element
A new part of the Microsoft visual
                                           for a conversation. They contain
                                           important wayfinding information,
identity system and a connection to our
product experience, tiles bring a fresh,
captivating element to layouts, and are


                                           letting the reader know who’s talking.
our primary vehicle for sending messages
with type or identifying the author of
internal communications.
Microsoft visual identity guidelines            Content tiles                                                                                   41




What is a
content tile?
Content tiles provide an opportunity for
interesting and bold color combinations, and
create strong areas in which to place type.
                                                 Be heard!
A content tile may contain the primary            Et volorio. Maiorit aut ad que eostrumque nos eos voluptat
                                                  volupuri? Da volorrovid quam aut re dol upta tur, ipici duciae
communication information—headline,               parciates mollupt atem eperorat faccus quiberuptam volurptati
                                                  ut am erecus endio mod endam, ia porrum etur aut mod quas
subhead, body copy and call to action. It may     del inci cus ratquid dolor ipsum. Ga. Et volorio. Maiorit aut
also identify who the communication is from,      ad que eostrumque nos eos voluptat volupuri? Da volorrovid
                                                  quam aut re dol upta tur, ipici duciae parciates mollupt atem
contain illustration, photography, and color.     eperorat faccus quiberuptam.




                                                                                                                   Real Estate and Facilities




                                                                                                                   Punchy headline
                                                                                                                   goes here.



                                                Internal e-mail banners
Microsoft visual identity guidelines               Content tiles                    42




Content tiles align
to the layout grid
Content tiles align to the layout grid (shown as
blue lines in this example) in at least one
dimension (height or width). It is preferable
that they align to both.



                                                     Punchy Microsoft
                                                     headline belongs
                                                     right here.
                                                            www.microsoft.com/url




                                                   External communication
Microsoft visual identity guidelines                  Content tiles                                                                                      43




Placing the logo
inside a content tile
It is not necessary to place the logo within a
tile. Content tiles must be at least two tiles wide
if they will contain the logo.

                                                                                                            Punchy Microsoft
                                                                                                            headline belongs
                                                                                                            right here.




                                                      External communication
                                                                                                               Content tile must be at least two tiles
                                                                                                                  wide if it will contain the logo




                                                                               Real Estate and Facilities




                                                                               Punchy headline
                                                                               goes here.




                                                      Internal banner
Microsoft visual identity guidelines              Content tiles                                                                                   44




Placing the logo
                                                    Punchy Microsoft
outside a tile
                                                    headline belongs
                                                    right here.
If you choose to use tiles in your layout
but wish to place the Microsoft logo outside
of the tile, be sure it aligns to the grid, and
try to align it with other typographic elements
in the layout. This simplifies the composition.
                                                     Uga. Ut ullatque minctat ibusamet alibus      Os et magnate pel moluptate eos earciet
                                                     alit, commo debit estiat offic torernatatur   id qui te occullaturit quo experch ilibus
                                                     aut quae dolupiet ellit, im aut uta qui       necaborepe ea naturis itatur, consectium
                                                     accae parcius molupta tatatur? Alitius        laut ma sum que evelectio quid estorro
                                                     dolo quatet lique eseque labo. Bisseque       exceped ipsamet apelent, vel in pro
                                                     ommoluptam recestia seris sumque              corpost, cum quis modis utaquiate ilit
                                                     debit doloren daeror sunt lam qui omnis       unt fugia dollacc atinimusanda nos re
                                                     pa nusamus ipsam fugitatur, sequam            voluptatur sequibu sciatem utatesse
                                                     volupti osseque cus am acerovid et lame       maximilitae nus quis coriorescia que
                                                     erae quist, comnist lam fugitium verum        necatur as eum dolupti beatibus, eosseris
                                                     fugitatur?                                    si nia estrumquodi assiti ame se dollor rest
                                                                                                   a doluptatur.




                                                  External publication spread
Microsoft visual identity guidelines                Content tiles                                45




Using transparency
when content tiles                                       Service update
interact with photos                                     announcement.
While cornerstone tiles must always be 100%
opaque, content tiles may be set to a variety of
transparency levels when applied over imagery.           Uga. Ut ullatque minctat ibusamet
                                                         alibus alit, commo debit estiat offic
Colors will react differently in combination with        torernatatur aut quae dolupiet ellit,
                                                         im aut uta qui accae parcius molupta
different photos, but transparency levels                tatatur? Alitius dolo quatet lique

should generally fall between 80 and 100                 eseque labo. Bisseque ommoluptam
                                                         recestia seris sumque debit doloren

percent opaque. The goal is to maintain the              daeror sunt lam qui omnis pa
                                                         nusamus ipsam fugitatur, fugitatur?
color’s vibrancy while creating a softening
effect as it interacts with the image.




                                                    Internal banner
Microsoft visual identity guidelines                    Content tiles                 46




The fewer tiles
the better
Tiles establish a consistent visual language
across all Microsoft brand communications. Tiles
form natural structures for placing type,
especially on photographic backgrounds, giving
us an opportunity to start meaningful                     Punchy headline
                                                          goes here.
conversations with customers.

As useful and memorable as tiles can be,
overusing them can dilute their impact and
crowd your layout.

Limit the number of tiles to as few as possible.
A good rule of thumb is to incorporate two
tiles, including the cornerstone tile, if applicable.
Add a third tile only if needed.
                                                         Rum quati se eveles volup
                                                         tas dust, optae eleseditem
                                                         aces eum repudae voloren
                                                         duciam cus, nis evente
                                                         consequi officta inctibus
                                                         deliq uam.




                                                         Punchy headline
                                                         goes here.


                                                        External web banners
Microsoft visual identity guidelines                               Content tiles (don’ts)                                                                                                                         47




                                                                                                                                                                RE&F

                                     We open new
  Don’t use different internal
  margins for different elements
  with a layout. Using consistent
                                                                                                                                                                         RE&F             Lorem ipsum
                                                                                                                                                                                          dolor.

  margins allows all text and logo
  elements to align.
                                                                                                                                                  Lorem ipsum
                                                                                                                                                  dolor.




                                     worlds, today                                                                                                                        Word.


                                     and tomorrow.
Don’t use different internal margins for             Avoid excessive use of tiles. Use them
different elements with a layout. Using              sparingly to create maximum impact.
consistent margins allows all text and logo
elements to align.




 RE&F                                                  RE&F


            This type is aligned                                                                  Don’t align tiles diagonally.                                        Avoid flush shapes—create
                                                       Headline type.
            to the wrong grid.                                                                                                                                         movement, not blocks.


                                                                                                                                                                       Volume      First Lastname
                                                                                                                                                                                   MM/DD/YY
                                                                                                    Volume                  Lorem ipsum                                Licensing
                                                                                                    Licensing               dolor.
Don’t align type to the tile grid. It should         Don’t create black tiles.
align to the interior margins.                                                                                                                                                     Headline can
                                                                                                    Uga. Ut ullatque minctat ibusamet alibus
                                                                                                                                                                                   go here.
                                                                                                    alit, commo debit estiat offic torernatatur
                                                                                                    aut quae dolupiet ellit, im aut uta qui
                                                                                                    accae parcius molupta tatatur? Alitius dolo
                                                                                                    quatet lique eseque labo.




                                                                                                    Subhead goes here
                                                                                                    lorem ipsum dolor.



                                                                                                    Uga. Ut ullatque minctat ibusamet
                                                                                                    alibus alit, commo debit estiat offic
                                                                                                    torernatatur aut quae dolupiet
                                                                                                    ellit, im aut uta qui accae parcius
                                                                                                    molupta tatatur? Alitius dolo quatet
                                                                                                    lique eseque labo.




Don’t separate tiles with gaps or margins in         Don’t place the logo in a single tile. The
marketing collateral. This is a product user         logo may only be placed in areas two tiles
interface design scheme, not intended for            or more in width.                                                                                                 Don’t use tiles as decoration. Tiles are
communications.                                                                                   Don’t overuse tiles                                                  purposeful and must contain content.
Microsoft visual identity guidelines                Cornerstone tiles                  48




                                                      HR
Identifying internal
groups with a                                                           Real Estate
cornerstone tile                                                        & Facilities
The cornerstone tile is used in internal
Microsoft communications to identify the
source of the content.

When used, the cornerstone tile is the first tile
placed in a layout. It is placed in one corner of
the layout, and all other tiles are dependent on
its position and size.

Cornerstone tiles are always colorful. They are
not translucent and do not appear white, gray,
or black.

Even when the cornerstone tile is used, keep in
mind that the Microsoft logo must also appear
on all communications.

Do not create your own cornerstone tiles. To
request a group cornerstone tile please contact:
corbrand@microsoft.com.
Microsoft visual identity guidelines                Cornerstone tiles                                                                            49




Identifying internal                                  RE&F                                Services   Consulting



groups                                                                                               Headline
Not all groups within the Microsoft organization      Headline                                       belongs here.
should have a cornerstone tile. The highest-level
                                                      belongs here.
                                                                                                     Rum quati se eveles volu ptas dust, optae
                                                                                                     elese ditem aces eum repudae voloren
divisional name belongs in the cornerstone tile.                                                     duciam cus, nis evente consequi officta
                                                                                                     inctibus deliq uam.



Sub-group designations may be handled
elsewhere within the layout. For instance, a           Rum quati se eveles volu ptas
                                                       dust, optae elese ditem aces eum

communication from the “Dining” sub-group              repudae voloren duciam cus, nis
                                                       evente consequi officta inctibus

would use the parent group’s cornerstone tile          deliq uam.


(“Real Estate and Facilities”).
                                                                                                           www.microsoft.com/url




                                                      Dining Services


                                                    Internal posters
Microsoft visual identity guidelines                        Cornerstone tiles (don’ts)                                                                                                                 50




                                                                  Human
                                                                  Resources
                                                                                                          IT                                                               HR

Don’t place the Microsoft logo or             Don’t create group name lock-ups with the      Don’t create lockups of group names                              Cornerstone tiles are never black. Use
logotype in a cornerstone tile.               Microsoft logo or logotype.                    together with the Microsoft name, logo or                        provided artwork.
                                                                                             logotype, either inside or outside a tile.




                                                                                                    LCA
   RE&F                                                                                                                                                         LCA
                                                                                                          Ga. Et volorio. Maiorit aut ad que eostrum tism



                   Dining
                                                                                                          nos eos voluptat volupuri? Da volorrovid quam aut
                                                                                                          loremre dol upta tur, ipici duciae parciat lorem
                                                                                                          mollupt atem sdfd eperorat faccus quiberuptam
                                                                                                          volurptat ut am erecus.




                   Services
                                                     This type is aligned
                                                     to the wrong grid.                                   We’re on more than
                                                                                                          a mission

                                                                                                                                                                Headline type.
Don’t create branded tile groupings or use    Don’t align type to the tile grid. It should   The cornerstone tile should always                               Cornerstone tiles are never white.
the cornerstone tile to identify sub-groups   align to the interior margins.                 align to one of the four corners of                              Use provided artwork.
within the organization.                                                                     the layout.




                                                                                               HR


Don’t use more than one cornerstone tile      Additional tiles should never be smaller       Don’t use transparency with
in a single layout.                           than the cornerstone tile.                     cornerstone tiles.
Microsoft visual identity guidelines   51




Photos that capture
the real world we
live in—authentic,
optimistic, and brave
Microsoft visual identity guidelines              Photography   52




Use the Microsoft
photo libraries
Approved lifestyle and product photography is
available for use in Microsoft communication
materials. Avoid purchasing stock photography
whenever possible.

For more information on creating
photography assets, please visit Brand Tools or
contact corbrand@microsoft.com.
Microsoft visual identity guidelines        Photography (dont’s)                                                                  53




Avoid off-brand
treatments
The following is a short list of what
to avoid when producing Microsoft
photography.

• Emotionless images
• Device-focused images that are not
  part of a bigger human story
• Clichéd scenarios or contrived settings
• Staged interactions                       Avoid emotionless images.                Don’t use photographs in which the
• Obvious posing                                                                     models are obviously posing.
• Bland color
• Obvious post-production or
  Photoshop effects




                                            Avoid device-focused images that don’t   Avoid staged interactions and bland color.
                                            tell a human story.
Microsoft visual identity guidelines                                                                                                                                                                                                    54




Illustrate to
communicate
Illustration is an engaging way to convey ideas
and tell stories. It should always have a purpose
and never be used as decoration.

Illustration can be an effective solution when
photography isn’t available or if you want to
create an even more distinctive impression—
but within the Microsoft visual identity family.




                                                    Sample illustrations by Robert Samuel Hanson www.robertsamuelhanson.com. Do not distribute or reproduce. Represented in the UK and North America by Eyecandy: info@eyecandy.co.uk
Microsoft visual identity guidelines            Illustration                                          55




Use distinctive,                                • Illustrations tell stories and convey ideas.
ownable images
unique to Microsoft                             • They are simple and made up of geometric shapes.
Illustration is an important element of the
Microsoft visual system. As with photography,
                                                • Use flat colors from the Microsoft palette.
you should not purchase stock illustration.

If you need to create illustrations for
your communication, please contact
                                                • Use illustration when photography won’t work.
corbrand@microsoft.com for guidance.

                                                • Illustrations should be witty but not cartoonish.
                                                • They are vector-based artwork.
                                                • Never use illustration as decoration.
Microsoft visual identity guidelines            56




Icons inform
Icons are primarily used in product as a
call-to-action or quick reference. If you use
an icon in marketing communications, such
as an arrow as a call-to-action in a banner
ad, use the same UI icons. Don’t create your
own. Contact corbrand@microsoft.com for
any questions.

Go to Brand Tools at https://brandtools.
microsoft.com to get approved icons.
Microsoft visual identity guidelines              Icons                                                        57




Use icons to convey                               • Use icons where there is a clear function or where words
information, not for                                won’t work.
decoration
Icons are primarily used in onscreen scenarios
                                                  • Icons should only appear in white or black. They may be
where they are actionable. They should be used
rarely in print and marketing communication.        placed within tiles or separately.
Microsoft has many icons and icon libraries.
Do not create a new icon if one already exists.
                                                  • Icons should never be used decoratively.
Contact corbrand@microsoft.com for
additional information or visit BrandTools.
                                                  • Stay true to the medium. Don’t try to make an icon look
                                                    realistic. Eliminate the chrome.
                                                  • Don’t use an icon to represent a complex message.
                                                  • Don’t use an icon if the message can be communicated
                                                    in another way.
                                                  • Don’t overuse icons.
Microsoft visual identity guidelines                                       58




Putting it all
together
                                       Our brand elements come
                                       together to tell stunning stories
                                       that celebrate and delight
                                       people across the planet.
Microsoft visual identity guidelines                  Putting it all together                        59




                                                      Layout without border     Layout with border

Step 1: Determine
whether your layout
will have a border
Your layout may “bleed” to the edges of the
working area, or you may add a border which
can later be filled with color or imagery. The size
of the border is flexible, but it must have an
equal thickness on all sides. In some cases the
“live area” will determine what the border needs
to be so you do not lose important content
because of projection or print limitations.

Once a grid has been established, the same grid
needs to be used through the entire mutli-page
document or layout.
Microsoft visual identity guidelines                 Putting it all together                                                                                                                                      60




                                                     Grid with a horizontal defining dimension                          Grid with a vertical defining dimension

Step 2: Define your
columns or rows and




                                                                                                                              unit = 1/5 of
                                                                                                                              page height
                                                         base grid




                                                                                                                               base grid
                                                                           X
                                                        unit = 1/4 of




                                                                                                                                              X
                                                        page width

the base grid unit                                           X
                                                                                                                                   X




                                                                                                                                                                  Divide the height into the smallest number of
Choose the width or height of your layout




                                                                                                                                                                   rows needed for the composition (max 12)
(usually the larger of the two, but not always) as
your defining dimension. Divide that dimension
into the minimum number of columns or rows
needed for the composition (maximum of 13).
                                                                         Divide the width into the smallest number of
Use this dimension (“X” in the diagrams at right)                       columns needed for the composition (max 12)
to create a square in one corner of your layout.
This is the base grid unit from which you will
derive the rest of your grid elements.
Microsoft visual identity guidelines            Putting it all together                                                       61




                                                    Exactly 10                                                   Exactly 10
                                                   equal parts                                                  equal parts



Step 3: Finish the
base grid and
establish margins
Fill in the rest of the base grid (shown here
in blue lines) using the unit established in
step 2. If you began by establishing
columns, this means drawing the rows. If
you started with rows, this means drawing
the columns.

Next, divide the base grid unit into exactly
10 equal parts in both directions. Use one
or two of these units as the exterior margin
for your document. If your layout will
include a cornerstone tile, use one grid unit
as your margin to ensure proper alignment.

Use this same measurement as the interior
margin between your rows and columns. If
your design includes an outer border, then
this margin is an additional space inside
that border.




                                                                          Note:
                                                                          When you create an equal margin on all
                                                                          sides of your layout, it’s acceptable if the
                                                                          margin guide doesn’t align perfectly with
                                                                          the grid along one edge.
Microsoft visual identity guidelines           Putting it all together   62




Step 4: Add a
background photo
or color
Backgrounds may be left blank or filled with
color or imagery.
Microsoft visual identity guidelines         Putting it all together                                                        63




                                             External communication    Internal communication, including cornerstone tile

Step 5: Add the
logo (and the                                                            HR
cornerstone tile
for internal
communications)
The logo is generally placed in one corner
of the layout. Regardless of where it’s
placed on the page, it should be left-
aligned within the text grid.

If your communication will contain a
cornerstone tile, it may be placed in any
corner of the layout. Whichever corner you
select will become the singular point from
which all other layout elements emanate.

The cornerstone tile occupies exactly one
full unit of the base grid (shown here as
blue lines).

If there is an outer border around your
layout, the cornerstone tile aligns inside
the border.
Microsoft visual identity guidelines           Putting it all together        64




Step 6: Add
content tiles                                                            HR
Content tiles align to the document grid
(blue lines) and may be any whole number of
grid units in size. The first one must be
adjacent to the cornerstone tile. Additional
tiles are added adjacent to one another.
Microsoft visual identity guidelines              Putting it all together                                                           65




Step 7: Add
headlines and text                                                                        HR
Align blocks of text to the interior margins


                                                   Headline
that you established when building the grid
(shown here in magenta). Text blocks may                                                  Headline
span multiple columns and rows, but they                                                  goes here.
should always align in the upper-left corner of


                                                   goes here.
                                                                                          Body copy goes here lorem ipsum dolor
established margin lines.                                                                 sit amet consequat. Body copy goes here
                                                                                          lorem ipsum dolor sit amet consequat.

Remember to limit the number of type sizes
to three whenever possible, and keep type
flush left.



                                                   Body copy goes here lorem ipsum
                                                   dolor sit amet consequat. Body copy
                                                   goes here lorem ipsum dolor sit amet
                                                   consequat.
Microsoft visual identity guidelines          Putting it all together                                                                                                                                                                                                                                          66




Tips for type and                             Cornerstone tile + headline or subhead

                                                                                                                                                                                                                       IT                                                                HR
                                                                                                                                                                                                                                                                                              Local Language




hierarchy                                      IT
                                                                                                                                                                                                                                                                                              Programs




                                                                                                                                                                                                                       Open your
                                                                                                                                                                                                                       world.
There are three primary categories of
messaging that we use in the layouts in
addition to the group name:

1. Headlines
2. Subheads                                     Simplify everyday.
3. Copy
                                                Together.
When the cornerstone tile is the same
height as a second color field, the subhead
should be the same type size as the logo or
group name.
                                                    Headline                                                                                                                                                                Headline                                                          Subhead
When two or more categories of messaging
are used, there should be a clear type
size hierarchy.
                                              Tiles + headline + body copy




                                                                                                                                                                                                                            Voice.

                                                                                                                                                                                                                            Ga. Et volorio. Maiorit aut ad que eostrumque
                                                                                                                                                                                                                            nos eos voluptat volupuri? Da volorrovid quam
                                                                                                                                                                                                                            aut re dol upta tur, ipici duciae parciates mollupt
                                                                                                                                                                                                                            atem eperorat faccus quiberuptam volurptati
                                                                                                                                                                                                                            ut am erecus endio mod endam, ia porrum etur
                                                                                                                                                                                                                            aut mod quas del inci cus ratquid dolor ipsum.
                                                                                                                                                                                                                            Ga. Et volorio. Maiorit aut ad que eostrumque
                                                                                                                                                                                                                            nos eos voluptat volupuri?




                                                                                                                                                                                                                                                                                              Speak
                                                      We’re on more than
                                                      a mission
                                                                                                       Human
                                                                                                                     See what’s changing.

                                                                                                                                                                                                                                                                                              your mind.
                                                                                                       Resources
                                                                                                                     Ga. Et volorio. Maiorit aut ad que eostrum       nos eos voluptat volupuri? Da volorrovid quam
                                                                                                                     nos eos voluptat volupuri? Da volorrovid quam    aut loremre dol upta tur, ipici duciae parciat
                                                                                                                     aut loremre dol upta tur, ipici duciae parciat   mollupt atem sdfd eperorat faccus lorem diti
                                                                                                                     mollupt atem sdfd eperorat faccus lorem diti     quiberuptam volurptat ut am erecus.
                                                                                                                     quiberuptam volurptat ut am erecus.



                                                      Ga. Et volorio. Maiorit aut ad que eostrum
                                                      nos eos voluptat volupuri? Da volorrovid quam
                                                      aut loremre dol upta tur, ipici duciae parciat
                                                      mollupt atem sdfd eperorat faccus lorem diti
                                                      quiberuptam volurptat ut am erecus.




                                                Headline                           Copy                            Headline                                           Copy                                                               Subhead                                  Copy          Headline
Microsoft visual identity guidelines                                   67




Showcase: some
examples of what’s
                                       What we want people to think:
possible with our
visual identity system.
                                       It’s fresh
                                       It’s simple and easy
                                       It’s helpful
                                       It’s beautiful—I want it
                                       It feels like Microsoft
Microsoft visual identity guidelines   Showcase   68




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